Content Authority: Potential Measures of Authoritative Content – Whiteboard Friday

Posted by rjonesx.When it boils down to it, every idea in SEO can be understood as a set of measurements we use to rank one page over another. And that means that when it comes to measuring a concept like the authoritativeness of your content, there are almost certainly factors that you can analyze and tweak to improve it.  But if Google were to use a measure of content authority, what might go into it? Against what yardstick should SEOs be measuring their content’s E-A-T? In this episode of Whiteboard Friday, Russ Jones walks us through a thought experiment as…

The other day I decided that I wanted to buy some comfortable outfits to wear around the house. As I was online shopping, I started to fill out my shipping information in the online form. However, the form had a requirement that the “City” field could only be 20 characters long. Now, the city I live in is three words, and 22 characters typed out. Having faced this problem before, I tried to shorten the city name, but my phone was autocorrecting. Ultimately, I couldn’t get past this form on my phone. I had to go on my desktop to…

10 Social Media Fails to Avoid in 2020

Chances are you’ve witnessed a social media fail sometime in the past year. It usually results from a sense of urgency, or a miscommunication that ignores common sense, all for the sake of gaining attention. It’s true: Follow just a bit of poorly-advised posting on social media, and you, too, can create your very own brand fail in a matter of minutes. Many brands are over-concerned with posting frequency and speed, and not concerned enough with tactics that ensure quality and proper context. A single spur-of-the-moment tweet can cause irreparable damage. And even after it’s deleted, the examples below show…

Say I’m in the process of developing a new waffle iron. It’s going to be capable of perfectly detecting when a waffle is golden brown no matter the volume or thickness of the batter. We’re talking about next-level waffle technology. It could be an absolute game-changer, but in this scenario, something goes horribly wrong.  The product is rushed through development without any real guidance or objectives. And when it’s sent to the manufacturer, there’s no picture of what kind of audience will gravitate to it, how it stacks up to other waffle irons, what it’s going to do for the…

5 Noteworthy Examples of Corporate Social Media Policies

As a marketer, social media is undeniably important – in fact, in 2020, three-quarters (74%) of all global marketers now invest in social media marketing. Social media can help you engage with new audiences, increase brand awareness, handle customer service inquiries, and even increase sales. (As an avid Instagram user, I can’t count the amount of times I’ve “Swiped Up to Purchase” on a link from a popular influencer.) But there’s plenty of risk involved with social media, as well. Among other things, a bad social media post could spiral into a full-blown PR crisis or get your business into…

How HubSpot’s Report-Based Acquisition Campaign Hit 150% of Our Lead Goal in 30 Days

Acquisition marketing campaigns are critical to bring in new customers and revenue. At HubSpot, we run these campaigns quarterly. Despite the rapid cadence, every quarter we work to create new, remarkable ways of reaching, informing, and converting our audience. I wrote this post to share with you how we crafted our latest acquisition campaign to hit and exceed our acquisition targets. Establishing the Campaign The beginning of our Q1 2020 Acquisition Campaign started with a blinking cursor. As we brainstormed how to start our research, we had a few inputs to work with. First, we knew our target audience consisted…

Deal Creation Bounces Back After Early April Lows [COVID-19 Benchmark Data, Updated Weekly]

The economic impact of COVID-19 is undeniable. Businesses all across the globe are learning how to adapt to these new circumstances and we’re all learning how to operate in a “new normal” that’s constantly changing. That’s why we’ll be publishing week-over-week trend data for core business metrics like website traffic, email send and open rates, sales engagements, close rates and more. We hope to establish useful benchmarks to measure your business against, and serve as an early indicator of when short- or long-term adjustments may be needed in your strategy. While this post focuses on the highlights of last week,…

Announcing: The Keyword Research Master Guide [New for 2020]

Posted by Cyrus-ShepardWhy a new guide? Often in SEO, we get so preoccupied with technical SEO (pagination, site speed, the latest Python course, etc.) that we forget the basis of winning SEO begins and ends with keywords. Not choosing keywords before you start with SEO means shooting in the dark — a likely losing gamble if your content will succeed or not.Choosing the wrong keywords means wasting your time and budget on content that will never gain visibility in search results.Conversely, choosing smart, targeted keywords can help carve out and dominate a traffic niche that raises you above the competition.No…

How Responsive Web Design Works

It’s no secret that more and more people are accessing the internet using their mobile devices in addition to or in place of desktop computers. In fact, there are almost 7 billion mobile users worldwide. (For reference, the world population is currently 7.7 billion. That’s a lot of mobile activity.) But what they’re doing on those mobile devices is even more compelling for marketers like us. 40% of consumers use their mobile device to conduct research prior to making an in-person purchase. More than half routinely make purchases using their smartphones, and 55% of shoppers make mobile purchases after finding…